The operator of Winnipeg’s Thermea spa has retracted a customer survey that featured what one patron described as “extremely inappropriate” inquiries, such as one questioning whether immigration poses a risk to “the purity of the country.”
Amelia LaTouche, a client of Thermea, expressed her disapproval of the survey to CBC News, highlighting that while surveys on political or cultural matters may have a place for diverse opinions, this particular survey, related to a spa experience, contained highly unsuitable questions.
Following her visit to Thermea in late December, LaTouche was sent an email titled “Your opinion matters — Groupe Nordik (Thermea Spa Village Winnipeg).” The email, purportedly from “Groupe Nordik — CROP,” identified Groupe Nordik as the parent company of Thermea and CROP as an external research organization.
The email contained a link to the survey, claiming it was intended to enhance services based on customer feedback. Initially focusing on spa experiences, the survey later delved into statements requiring agreement levels. LaTouche shared screenshots with CBC, revealing questions like “Society would be better off with more government involvement” and “Overall, there is too much immigration. It threatens the purity of the country.”
LaTouche criticized the survey for its disrespectful manner of questioning, particularly objecting to the term “purity” and the use of “man” instead of “people” in certain questions. She noted the absence of options to skip or decline to answer questions.
LaTouche emphasized the contradiction between the survey’s content and the spa’s representation as a proponent of diversity, employing staff from various backgrounds. She perceived the survey as a subtle encouragement for racist attitudes, especially amid changing political climates.
In response to LaTouche’s concerns, a representative of Groupe Nordik issued an apology, acknowledging the incongruity of the questions with the company’s values and guest environment. The company halted the survey upon discovering the inappropriate questions and pledged measures to prevent such occurrences in the future.
Alexandre Boileau, Groupe Nordik’s senior marketing director, admitted oversight in vetting the values-based questions included by CROP in the survey. He assured enhanced scrutiny processes for future surveys and extended apologies to customers and stakeholders.
Despite the company’s apologies, LaTouche expressed a desire to discuss the matter further with Thermea representatives. She also highlighted past criticisms of CROP for similar survey content and questioned the value of posing divisive and potentially harmful questions in customer surveys.